This document provides a summary of key insights from a social listening analysis of conversations about wellness on social media platforms. It finds that wellness is a major global topic driven by 7 holistic needs: health, love/self-love, stress, mental health, self-actualization, aesthetics, and happiness. Conversations are mostly about food/drink, beauty, and fitness. While wellness conversations are prevalent in both France and the US, they show some differences in focus between the two markets. The analysis also identifies opportunities for brands to engage with the wellness trend.

1. 1
OF
THE STATE
WELLNESS
On the social web
www.wellnesshub.io

2. 2
Linkfluence teamed up with the Wellness Hub to provide a comprehensive
understanding of the state of the Wellness ecosystem from a social listening perspective.
How is Wellness talked about?
By which types of key players?
What are the key drivers of conversation?
What industries & companies are the best in class
How can more brands harness the trend?
CONTEXT & OBJECTIVES

3. 3 CONTEXT & OBJECTIVES
TIMEFRAME
01/05/2018 - 31/03/2019
PLATFORMS
Twitter, Facebook, Instagram, Youtube, Google+, websites, media, comments, review sites, forums and public content only
FILTERS
Semantic queries on Wellness
France & US
METHODOLOGY

4. 4
WELLNESS, A VIBRANT TOPIC ON SOCIAL

5. 5
HEALTH TRIGGERS MILLIONS OF CONVERSATIONS ON THE SOCIAL WEB
conversations about Health on the English, French & Chinese* social web
*Chinese conversations only for context purposes. They will not be analysed in this report.
210M
WELLNESS

6. 6
WELLNESS ACCOUNTS FOR 40% OF THESE CONVERSATIONS
conversations about Wellness on the English, French & Chinese* social web
85M
*Chinese conversations only for context purposes. They will not be analysed in this report.
WELLNESS

7. 7
EVERY MINUTE ON THE SOCIAL WEB
162
conversations about Wellness are exchanged*
*English, French & Chinese
WELLNESS

8. 8 WELLNESS
A GLOBAL TOPIC
5.26Bn*
Estimated number of users exposed to conversations about Wellness.
*English, French Not deduplicated

9. 9
CONTEXT & OBJECTIVES
FRANCE VS THE UNITED STATES

10. 10
WELLNESS IS A MAJOR TOPIC IN THE US
posts about Wellness posts about Wellness
703K
3,2M
>
FRANCE / US

11. 11
AND ALSO IN FRANCE
=
posts about Wellness
per 100K population
posts about Wellness
per 100K population
1K1K
FRANCE / US

12. 12
HUBS OF CONVERSATIONS ABOUT WELLNESS ARE IN MAJOR CITIES
Chicago
3rd
1st
New York
2nd
Los Angeles
Paris
Bordeaux
Lyon
1st
3rd
2nd
FRANCE / US

13. 13
USER GENERATED CONTENT IS MOSTLY DRIVEN BY WOMEN,
EVEN MORE SO IN FRANCE
In the United States, 60% of user generated content
is posted by women & 40% by men
In France, 66% of user generated content
is posted by women & 34% by men
*Based on data in which gender have been detected
FranceUnited States
FRANCE / US

14. 14
USER GENERATED CONTENT IS MOSTLY DRIVEN BY WOMEN,
EVEN MORE SO IN FRANCE
*Based on data in which age & gender have been detected
25%
20%
15%
10%
5%
0%
10%
00%
00%
-10%
-20%
35 - 44 y-o
18 - 24 y-o
55 - 64 y-o
65 + y-o
13 - 17 y-o
45 - 54 y-o
25 - 34 y-o
France
Breakdown of users by age Breakdown of users’ gender by age & country
13-17 18-24 25-34 35-44 45-54 55-64 65+
US
woman man
FRANCE / US

15. 15
CONVERSATIONS ABOUT WELLNESS IN FRANCE
& THE US SHOW TWO DIFFERENT PATTERNS
In the US, technology & startups play a major role
within the Wellness ecosystem*
*AI-driven topic detection related to wellness
In France, Wellness is both a lifestyle & a health issue
before anything else and farming is key*
FRANCE / US

16. 16
CONTEXT & OBJECTIVES
5 KEY LEARNINGS ABOUT THE STATE
OF WELLNESS ON THE SOCIAL WEB

17. 17
CONTEXT & OBJECTIVES
WELLNESS IS NOT A FAD,
IT’S A MEGA-TREND

18. 18
May-18
June-18
July-18
August-18
September-18
October-18
November-18
December-18
January-19
February-19
March-19
April-19
500 000
450 000
400 000
350 000
300 000
250 000
200 000
150 000
100 000
50 000
00
mention / month
breakdown per country
WELLNESS IS EXPERIENCING A STEADY GROWTH ON SOCIAL
+7% in France
+12% in the US
+11% in France
+37% in the US
+11% in France
+22% in the US
GROWTH

19. 19
SOCIAL MEDIA DRIVES THE WELLNESS TREND ON BOTH MARKETS
Blogs OtherMediaFacebook TwitterInstagramMay-18
June-18
July-18
August-18
September-18
October-18
November-18
December-18
January-19
February-19
March-19
April-19
500 000
450 000
400 000
350 000
300 000
250 000
200 000
150 000
100 000
50 000
00
mentions / month
breakdown by platforms
GROWTH

20. 20
61% OF THE CONTENT ABOUT WELLNESS IS VISUAL
GROWTH

21. 21
CONVERSATIONS ARE ALSO DRIVEN BY 4 PROFILES OF INFLUENCER
Estimated reach / post
Estimated number of users exposed
to conversations about Wellness.
Celebs
>1M followers
Macro influencers
100K – 1M followers
Medium influencers
10K – 100K followers
Micro influencers
1K - 10K followers
Celebs
>1M followers
Macro influencers
100K – 1M followers
Medium influencers
10K – 100K followers
Micro influencers
1K - 10K followers
243K
58K
3,4K
208
2%
2%
8%
17%
Engagement rate
Engagement actions / estimated reach
GROWTH

22. 22
CONTEXT & OBJECTIVES
7 HOLISTIC NEEDS
DRIVE CONVERSATIONS ABOUT WELLNESS

23. 23
Health
Love & self-love
StressMental health
Self-actualization
Aesthetics Happiness
THE 7 MACRO-NEEDS THAT DRIVE CONVERSATIONS ABOUT WELLNESS
CONTEXT & OBJECTIVES

24. 24
Mental health
Self-actualization
Aesthetics
40%
30%
20%
10%
0%
Stress - Peace
of Mind
Happiness
Love & Self Love
Health
HEALTH IS KEY IN THE US, WHILE THE SEARCH FOR HAPPINESS
IS MORE OF A DRIVER IN FRANCE
HOLISTIC NEEDS

25. 25
HEALTH, A TRANSVERSAL NEED
Louis_HK
@autrement_votre
Ingrid H.
@inhasens06
Kristen Jakobitz
@kristenjakobitz
Mental health
Self-actualization
Aesthetics
Stress - Peace
of Mind
Happiness
Love & Self Love
Health
40%
30%
20%
10%
0%
On Instagram, Holistic Health is THE major trend.
The idea that the body, mind, emotions & spirit are
interdependent, that naturality is key & that treating the
causes of a problem is better than treating the symptom.
Healthy eating, aromatherapy, meditation, yoga, positive
thinking… all of these are part of the
Holistic Health toolbox.
HOLISTIC NEEDS

26. 26
AESTHETICS:
EXPLORING BEAUTY NORMS
Mental health
Self-actualization
Aesthetics
Stress - Peace
of Mind
Happiness
Love & Self Love
Health
40%
30%
20%
10%
0%
From a healthy to a pleasing body: on Instagram,
conversations about aesthetics are driven by 2 key
communities: Fitness & Cosmetic Surgery.
In total opposition to the two, the Body Positivity
community challenges these beauty norms to
empower consumers.
HOLISTIC NEEDS

27. 27
LOVE & SELF-LOVE:
THE MOST UNIVERSAL EMOTION
…
Mental health
Self-actualization
Aesthetics
Stress - Peace
of Mind
Happiness
Love & Self Love
Health
40%
30%
20%
10%
0%
Self-love is a major trend among the Wellness
community. To quote celebrity RuPaul Andre Charles:
“If you can’t love yourself, how the hell are you gonna love
somebody else?”.
An idea well accepted & shared on social,
both in the US & in France.
HOLISTIC NEEDS

28. 28
STRESS: A CRUCIAL ISSUE
N=508K posts
Nutrition
& food
supplements
Exercise Breathing
techniques
Yoga Journalling Massage Aromatherapy Acupuncture HipnosisMindfullness
Most popular stress relief techniques
26%
16% 15% 14%
9%
8%
6%
3%
2% 1%
Mental health
Self-actualization
Aesthetics
Stress - Peace
of Mind
Happiness
Love & Self Love
Health
40%
30%
20%
10%
0%
Mindfulness, Yoga, Hypnosis, Aromatherapy…
Stress management is essential in Wellness
in both the US & France.
Nutrition & supplements, alongside mindfulness, exercise,
breathing techniques & yoga are the most conversational
stress relief techniques used.
HOLISTIC NEEDS

29. 29
THE SEARCH FOR HAPPINESS...
…
Mental health
Self-actualization
Aesthetics
Stress - Peace
of Mind
Happiness
Love & Self Love
Health
40%
30%
20%
10%
0%
… appears to be an ongoing process.
On social, gurus, influencers & life coaches post inspiring
quotes fuelled with positive thinking & gratitude
to empower people.
HOLISTIC NEEDS

30. 30
MENTAL HEALTH:
A NEGLECTED SIDE OF HEALTH?
Kim Kardashian West
@KimKardashian
Elaine Leen
@ELeen_Impacts4
Mental health
Self-actualization
Aesthetics
Stress - Peace
of Mind
Happiness
Love & Self Love
Health
40%
30%
20%
10%
0%
Mental health is no longer taboo.
Anxiety, depression, burnout… Those health issues are
tackled in the US while in France awareness is just starting
to be raised, especially in the HR sphere.
HOLISTIC NEEDS

31. 31
SELF-ACTUALIZATION
& SPIRITUALITY:
A REAL TREND IN THE US
One Commune
@OneCommune
The Gold T ao
@thegoldtao
Mental health
Self-actualization
Aesthetics
Stress - Peace
of Mind
Happiness
Love & Self Love
Health
40%
30%
20%
10%
0%
The search for purpose has gained increasing popularity
on social.
People are trying to explore new forms of spirituality,
especially in the US, such as the Tao and even Earthing.
HOLISTIC NEEDS

32. 32
CONTEXT & OBJECTIVES
FOOD & DRINK, BEAUTY & FITNESS, KEY DRIVERS
OF WELLNESS THAT COULD BE HARNESSED BY COMPANIES

33. 33
FOOD & DRINK,
THE BIGGEST
CATEGORY IN THE
WELLNESS COMMUNITY
Food appears to be the driving force of Health
& Wellbeing. Healthy eating drives
conversations about health.
It highlights the ongoing war on processed foods
& obesity, which follows Hippocrate’s famous quote:
“Let food be thy medicine and medicine be thy food.”
Most of the conversations about Food & Drink revolve
around informational content to empower consumers,
inspirational & instagrammable content
& sponsored content.
Conversations are lead by influencers, but many brands
with a clear positioning have also harnessed the
trend: food supplement brands such as Onnit (US) or
Foodspring (FR), food companies such as Danone but
even skincare brands such as Yonka (FR / US).
CONTEXT & OBJECTIVES

34. 34
BEAUTY IS DEEPLY
LINKED TO SELF-CARE
Most of the conversations about beauty are centered
around self-care & pampering, but also
natural & holistic beauty.
Beauty is not just about makeup anymore, consumers are
increasingly aware of the importance of skincare, but also
about the impact of their eating habits & lifestyle.
Men represent a key demographic: In the US, 26% of user
generated content about Beauty is produced by men,
19% in France. And numbers keep growing (+103% in Q1
2019 compared to Q4 2018 in the US & +16% in France).
Some brands such as Horace (FR) target men while
focusing on Wellness & naturality.
Skincare brands have a strong presence, such as
Skinceuticals, Aveda, Lush Cosmetics, Yves Rocher, The
BodyShop or even GOOP but also makeup brands such
as MAC Cosmetics, Glossier, Huda Beauty or Sephora.
BEAUTY

35. 35
FITNESS & SPORTS:
BECOMING THE BEST
VERSION OF ONESELF
Yoga
19%
Cardio
training
24%
Strength
training
activites
57%
Fitness & sports conversations are mostly focused
around 3 types of activities: strength training (crossfit,
bodybuilding), yoga & cardio training (cycling, running etc.)
Among the most conversational brands are: sports studios
/ concepts such as Crossfit, SoulCycle (US), LesMills or
Episod (FR), but also sports apparel & fashion such as
LuluLemon, Nike, Adidas & Calvin Klein.
FITNESS

36. 36
CONTEXT & OBJECTIVES
WELLNESS TRAVEL IS A KEY TREND
& IS HERE TO STAY

37. 37 TRAVEL
EXPERIENCES &
INSTAGRAMMABILITY
FIRST
Wellness travel, such as Wellness retreats, is a growing
trend within the Wellness community despite a low level of
conversation (1% of the conversations about Wellness).
Conversations are driven by media such as Vogue
Magazine, but also Travel Tech companies such as
Expedia, Airbnb, VeryChic, TripAdvisor or even
VoyagesPirates.

38. 38
TECH
TECH & INNOVATION: AN UNDERPERFORMING TOPIC THAT WILL KEEP GROWING

39. 39
TECH4WELLNESS, A GROWING TREND
Technology & innovation in association to wellness in France and in the US.
May-18
June-18
July-18
August-18
September-18
October-18
November-18
December-18
January-19
February-19
March-19
April-19
45 000
40 000
35 000
30 000
25 000
20 000
15 000
10 000
5 000
00
Average quarterly growth: +12%
TECH

40. 40
A FIELD OF
OPPORTUNITIES
Tech4Wellness is a growing topic.
In the US it accounts for over 10%
of the global conversations about Wellness.
Countless startups such as HIMS & HERS, WTHN, Wisdo
and many more tackle the holistic topic that is Wellness,
from different angles: beauty, stress & health,
mental health etc.
In France however, Tech & Innovation only accounts
for 5% of the conversations about Wellness. Few
startups or brands appear to have harnessed this growing
topic, except for meditation apps (Mind, Petit Bambou)
or corporate Wellness startups such as HappyTech,
GoalMap or Gymlib.
TECH

41. 41
CONTEXT & OBJECTIVES
5 RECOMMENDATIONS FOR BRANDS

42. 42
CONTEXT & OBJECTIVES
A FIELD OF OPPORTUNITIES
BUILD YOUR COMPANY & BRAND AROUND WELLNESS VALUES
OFFER HOLISTIC EXPERIENCES TO CONSUMERS
LEARN FROM SOCIAL DATA AND BUILD ONLINE COMMUNITIES
ENHANCE CUSTOMER EXPERIENCE THROUGH TECHNOLOGY & SERVICES
INNOVATE AND PARTNER WITH ENTREPRENEURS & STARTUPS TO STAY RELEVANT

43. 43
We are entrepreneurs on a mission to create and scale up a new
generation of digital brands and services. We provide access to the best
experts, technology & data partners and offer consulting services to our
members to drive growth in France, US, China.
www.wellnesshub.io
PHILIPPE GARNIER
FOUNDER
PHIL@WELLNESSHUB.IO
Visit our website

44. 44
CONTEXT & OBJECTIVES
Paris
5, rue Choron
75009 Paris
+33 180 400 800
New York
450 Park Avenue South
New York NY 10016
Shanghai
上海昌平路68号 510-512室 近西 州路
Rm 512, 68 Changping Road, Shanghai
+86 021 5836 3216
London
8 Devonshire Square,
London, EC2M 4YF
+44 203 5144 562
Düsseldorf
Erkrather Straße 234b,
40233 Düsseldorf
+49 211 547 634 0
San Francisco
575 Market Street, Floor 11
San Francisco, CA 94105
Singapore
Capital Tower #12-01,
168, Robinson Road
068912 Singapore
+ 65 6340 7282